My name is Omar Dabbas, and I’m from Jordan. I studied computer science and started my career in various technical support roles. Over time, I discovered my passion for digital businesses and shifted my focus to SEO. This eventually led me into organic growth, which involved learning a lot about product management & conversion rate optimization.
The Journey Began
Before stepping into the WordPress world, my digital career revolved around technical roles, hardware, and SEO.
As I worked on optimizing websites and improving their organic growth, I realized the potential of scalable digital products, I started by building & buying blogs as a hobby, as well as trying to get some passive income, but later In 2019, things have changed drastically.
In Nov. 2019, I met my co-founder online, he was selling several plugins he had built. I acquired those plugins, and after staying in touch for a while, we decided to officially join forces. With our combined expertise, his in development, mine in SEO, marketing, and operations, and another 2 co-founder’s in dev, UX and design, we relaunched WPFactory as a solid brand focused on the WordPress and WooCommerce ecosystem.
The Need for “WPFactory”
WPFactory logo
When we launched WPFactory, we knew there were competitors in the market, but we saw an opportunity. WooCommerce has a vast user base, and while competition exists, we believed that by focusing on specific plugin categories and maintaining high-quality standards, we could carve out our own space.
Our differentiator? We strictly follow WordPress coding standards, ensuring our plugins are highly compatible with other solutions in the market.
The main challenges we faced were assembling the right team, establishing efficient processes, analyzing market needs, and staying competitive in an evolving industry. Transitioning from selling individual plugins to building a structured business was a significant learning curve.
Today, WPFactory is a thriving online business with 12 team members from around the world, including Jordan, Lithuania, Brazil, Egypt, Nepal, Sudan, and Indonesia.
With a total of a +180k active installations, our portfolio consists of 65 plugins, 60 of which are WooCommerce-focused, covering areas like order restrictions, admin management, and increasing order value. Our WordPress plugins alone have accumulated over 80,000 downloads.
My Brilliant Team
Our team is globally distributed, spanning different time zones and cultures, which adds richness to our collaboration. Unfortunately, we haven’t yet met in a single location for a team photo, but our remote work culture keeps us strongly connected.
Each team member plays a crucial role in WPFactory’s growth, whether in development, design, product management, support, or marketing. Their dedication and expertise drive our success, pushing us forward in every aspect. The impact they make is incredible, and WPFactory wouldn’t be the same without them.
Advice for Business Owners
Starting a WordPress-based business isn’t just about building a plugin and selling it—it’s about running a full-fledged business.
This means handling customer support, understanding development, managing payment gateways, subscriptions, partnerships, and implementing marketing strategies.
If you’re starting out, pick a niche. Don’t try to compete with giants like Yoast or RankMath. Instead, focus on solving a problem for a specific audience and then expand as you grow.
As for business opportunities in the WordPress ecosystem, we might think that agencies are over-saturated, but the thing is, ask 10 of your friends about their latest experience with a web agency, how would they rate it? I bet 6 or 7 of them will say they had a miserable experience.
Agencies offering design, development, SEO, and content creation can still thrive, if they consistently deliver high-quality work, unlike many competitors that overpromise and underdeliver.
On the other hand, competing in hosting or themes is extremely tough, however, I believe plugins, especially those utilizing AI, still have strong potential, offering innovative solutions for website management, content creation, and user experience enhancement.
WordPress & Beyond
Our goal for WPFactory is to expand our plugin portfolio, either by acquiring smaller businesses or developing new products. We’ll have more news on this before the end of 2025.
As for WordPress itself, I hope the ecosystem remains stable. The recent conflicts in 2024 were unnecessary, and I’d like to see a more collaborative environment. One potential threat to WordPress is the perception of its outdated admin interface compared to platforms like Shopify and Wix. Gen Z users prefer modern, sleek interfaces, and WordPress needs to evolve to stay competitive.
Stay in Touch
My Love for the WordPress Community
While I’ve never attended WordCamps or WordPress meetups in person, I stay deeply connected with the WordPress and WooCommerce communities. Keeping up with the latest news, trends, and discussions helps us at WPFactory continuously improve and adapt.
One of the most inspiring names in the WordPress space, in my opinion, is Barn2. Their journey, dedication to creating high-quality plugins, and commitment to solving real problems for store owners is truly impressive. Their success story is one I always enjoy following!
How I Keep Myself Updated
WordPress news daily, following industry forums, and tracking upcoming developments in the ecosystem.
Beyond that, we actively analyze the market and WordPress itself, ensuring we stay ahead of the curve.
Understanding new updates, plugin developments, and industry shifts helps us create better solutions for WooCommerce store owners and adapt to the ever-evolving digital landscape.
I Have a Life Other Than Work
Outside of work, I’m passionate about sports, particularly cycling, and I work out three to four times a week. When it comes to holidays, I spend them mostly with family, but I also love solo traveling. I’ve done it several times in the last 2 years.
I Reward Myself By…
For major achievements, I reward myself by traveling. I’m also a family-oriented person, so I make sure to spend quality time with my loved ones.
Connect With Me
I’m very active on LinkedIn (but disclaimer, I write in Arabic there), and you can connect with me here:
